Revenue and sales
The customer journey is the whole set of interactions between a person and a company across every touchpoint, physical and digital: discovering the brand, weighing the offer, buying, being supported afterwards, buying again.
Enrico Giubertoni also uses it as the perimeter where damage gets measured, because friction at a single step interrupts the entire journey and hands the customer to whichever competitor works at that exact point.
An example
A lawyer buys from an online shop that breaks form autofill in her browser and then never shows her the order. The purchase is lost there, and with it goes the story she will tell about the brand: a technical fault at one step turns into a reputation problem.
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